How to Connect With Your Customers Using Curated Content

It’s no secret that social media can help you connect with your customers. From addressing customer support issues to receiving feedback in real-time, social media gives brands the power to converse one-on-one with their fans. As a result, it is critical to develop a social media strategy that optimizes these opportunities.

Curated content—when executed properly—is a powerful tool to include in your social media efforts that will help to build a stronger rapport with prospects and current customers.

Here are five ways curated content can help you better connect with your customers:

1. Curated content demonstrates your understanding of your audience

The key to success on social media is knowing your audience inside and out. This knowledge not only helps you create original content that your customers will love, but it also informs what content you curate. If you consistently post a mix of relevant, interesting, and valuable content, your newsfeed becomes a trustworthy hub of information for your customers. Now your customers don’t have to go far to find the content they are looking for. Delivering a personalized experience that saves your customers time helps to build trust and loyalty.

Regina Anaejionu of ByRegina.Com is one of the most well-known and respected solopreneurs in the blogging industry thanks to her dedication to providing consistent value to her customers. One peek at her Twitter profile shows a jam-packed feed full of useful and applicable third-party content that she knows her audience will love. She is consistently praised for both creating and curating killer content.

2. Curated content supports your customers’ content

Whether you already follow many of your customers on social media or you take time to click through their engagements on your own posts, it’s easy to find out what your customers are working on.

Including your customers’ content in your curated content mix can go a long way towards making a big impression. Share a customer’s blog post with their take on the industry or regram their inspiring picture—and don’t forget to give them credit. Knowing that you took the time to celebrate their individual efforts humanizes your brand and lets your customers know that you care.

GoPro has taken this approach to heart on Instagram by fueling their feed almost entirely with curated posts from their loyal community. Though these photographers are using GoPro products, the focus is entirely on the incredible shots and the stories behind them.

3. Curated content builds relationships with influencers who may become customers

Sharing outside content can help foster new relationships with prospects. When you share content and tag the original author, especially along with a positive sentiment, they will likely take notice and pay attention to who you are and what you do.

Because you are intentional about what you curate, chances are you and the author will share many common interests and goals and they will be interested in learning more about your brand.

4. Curated content is not overly self-promotional

Brands that only focus on selling themselves aren’t winning on social media. Avoid this negative impression by curating content that balances out more promotional content.

The percentage of curated posts versus original content should be dependent on you and your audience. But your followers will appreciate your commitment to sharing the best content, not just your own content, and supporting others who can provide additional value.

5. Curated content is a starting point for deeper, more meaningful conversations

Sometimes it’s easy to forget one of the main benefits of posting curated content on social media, especially when you automate the process: using content as a starting point for interesting discussions.

Don’t just post the link to curated content and move on; instead, share your own commentary along with the link and then reply to any comments with additional questions or insight to keep the conversation flowing.

With so many ways to connect with your customers on social media, content curation is a no-brainer. Be sure to include it in your social media strategy to make stronger first impressions, boost brand loyalty, and engage more frequently and effectively with your audience.

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About the Author

Marissa is the Growth Manager for UpContent, a content discovery tool that helps you take action on interesting content. She also writes a lifestyle blog, Ampersand, for creative young professionals navigating through transitions.